Given the daily reports about how the effects of climate change are already happening across the planet, it might seem like getting people to buy greener or more sustainable versions of products would be a cinch. But the bottom line for most consumers is still making sure that the product they buy actually works. It’s easier to persuade people to make more virtuous purchases when it comes to healthy foods, but the traditional, non-green versions of more indulgent buys like sports cars and chocolate bars are still more popular. And even if you do buy a vegetarian sausage instead of actual meat, does all that packaging around it cancel out any environmental benefits? Associate marketing professor Jenny van Doorn was kind enough to try and answer a lot of the questions I think many us find ourselves asking in the grocery store about how green our products are and what gets us to put them in our shopping basket.